BENYAMIN, LUTHFIANI (2022) CITRA PARIWISATA YOGYAKARTA DI MEDIA SOSIAL (Analisis Resepsi Khalayak Pada @explorejogja). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing need for tourism, and supported by advances in Information Technology, as well as the widespread use of Instagram Social Media, one of which is the Explore Jogja Instagram account, which attracts audiences to interpret messages in the media. Therefore, researchers are interested in researching the "Image of Yogyakarta Tourism in Social Media (Analysis of Audience Reception at @explorejogja)". The purpose of this research is to find out the understanding and meaning of the audience in Instagram Explorejogja. The literature review of this study consists of five previous studies, Image Formation, Reception Analysis Theory, Instagram Social Media, Stuart Hall's Encoding-Decoding Theory, and Audience Understanding as an Active Audience.This study uses a constructivist paradigm, with a qualitative approach. The theory in this study uses reception analysis with the concept of encoding-decoding. Primary data was obtained through in-depth interviews with 10 informants, namely active followers of @explorejogja. Determination of informants through purposive sampling technique that is chosen deliberately by researchers who meet the research criteria. The results of the study show that audience reception is mostly in a position of dominant hegemonic position reading, namely ten informants agree that the content uploaded by @explorejogja is able to provide a positive and beneficial image for the audience. However, six informants are in a negotiated reading position by providing statements regarding access to tourism such as Gunung Kidul, Kalibiru, which the government still has to improve for the safety of visitors. From the results of interviews conducted by researchers, it was not found that the informants tended to be in oppositional positions. Keywords: Reception Analysis, image formation, instagram Meningkatnya kebutuhan berpariwisata, dan didukung dengan kemajuan Teknologi Informasi, serta maraknya penggunaan Media Sosial Instagram, salah satunya yaitu akun Instagram Explore Jogja, yang menarik khalayak untuk menginterpretasikan pesan dalam media tersebut. Oleh karena itu peneliti tertarik untuk meneliti tentang ”Citra Pariwisata Yogyakarta Di Media Sosial (Analisis Resepsi khalayak Pada @explorejogja)”. Tujuan penelitian ini adalah untuk mengetahui Pemahaman, Pemaknaan khalayak dalam Instagram Explorejogja. Tinjauan pustaka dari penelitian ini terdiri atas lima penelitian terdahulu, Pembentukan Citra, Teori Analisis Resepsi, Media Sosial Instagram, Teori Encoding-Decoding Stuart Hall, dan Pemahaman Audiens Sebagai Khalayak Aktif. Penelitian ini menggunakan paradigma konstruktivis, dengan pendekatan kualitatif. Teori dalam penelitian ini menggunakan analisis resepsi dengan konsep encoding-decoding. Data primer diperoleh melalui in depth interview terhadap 10 informan yaitu follower aktif @explorejogja. Penentuan informan melalui teknik purposive sampling yaitu dipilih dengan sengaja oleh peneliti yang memenuhi kriteria penelitian. Hasil penelitian menunjukan bahwa resepsi audiens lebih banyak berada dalam posisi dominan hegemoni position reading yaitu sepuluh informan menyetujui konten yang diunggah oleh @explorejogja mampu memberikan citra positif dan bermanfaat bagi khalayak. Namun, enam informan berada pada posisi negotiated reading dengan memberikan pernyataan mengenai akses menuju wisata seperti gunung kidul, kalibiru, yang masih harus diperbaiki oleh pemerintah demi keselamatan pengunjung. Dari hasil wawancara yang peneliti lakukan tidak didapati pihak informan yang cenderung oposisi. Kata Kunci: Analisis Resepsi, Pembentukan Citra, Instagram
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 22 106 |
| NIM/NIDN Creators: | 44218010059 |
| Uncontrolled Keywords: | Analisis Resepsi, Pembentukan Citra, Instagram |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.6 General Bibliographies of Works For Specific Kinds of Users and Libraries/Bibliografi Umum Pekerjaan untuk Jenis Pengguna Tertentu dan Perpustakaan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | WADINDA ROSADI |
| Date Deposited: | 05 Oct 2022 09:03 |
| Last Modified: | 07 Oct 2022 02:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69943 |
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